AACHI READY MIX

 FMCG company
 Founded in 1995
 The companies which are under the shadow of
AACHI roof are:-
AACHI MASALA FOODS (P) LTD

AACHI SPICES & FOODS (P) LTD

AACHI SPECIAL FOODS (P) LTD

 Turnover
 Aachi Masala Foods (P) Ltd

2010-11 - Rs.448 Crores

 Aachi Group

Rs. 700 Crores ( 2010-11)

 consumer-oriented approach

 AACHI avails currently 150 product ranges in

different pack sizes to suit every household.
 VARIETIES OF AACHI READY MIX
 Onion Rice Paste
 Garlic Kulambu Rice Paste
 Bitter Gourd Rice Paste
 Ghee Rice Paste Briyani Rice Paste
 Vathal kulambu Rice Paste
 Curry Leaf Rice Paste
 Tomato Rice Paste
 Lemon Rice Paste
 Puliyotharai Rice Paste
MARKET SEGMENTATION
 GEOGRAPHIC SEGMENTATION:
Southern states

 DEMOGRAPHIC SEGMENTATION:
Age: Above 25 mainly households
Income: For all income groups
Gender: Female influence is more
 PSYCHOGRAPHIC SEGMENTATION:
Lifestyle: culture oriented

 BEHAVIORAL SEGMENTATION:
Occasions: Regular, Special
Usage Rate: Heavy
 MARKET TARGETING
 Households and working women.
 Young men and women.
 Kids
 Rural market (60%)
 Urban market (30%)
 Exports market (10%)
 POSITIONING
 Taste and Preferences of consumers
 Emotional Bond
 Trust on Brand
 Easy for consumption and for Time saving
 Model shops
 COMPETITORS
 MTR Foods Pvt Ltd

 Sakthi Masala
 CSR activities
 Women Self-Help Groups

 Develops and encourages budding entrepreneur.

BY
A.R.ROHINI